The Experts below are selected from a list of 49269 Experts worldwide ranked by ideXlab platform
Charles Spence - One of the best experts on this subject based on the ideXlab platform.
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tactile haptic aspects of multisensory Packaging design
2019Co-Authors: Charles SpenceAbstract:Consumers normally come into contact with the tactile attributes of Packaging whenever they pick a food and beverage, or home and personal care, Product off the shelf. What the consumer feels about the tactile attributes of the Packaging (and their haptic interaction with it) can influence both their Product expectations and thereafter their Product experience. It should come as little surprise, therefore, to find that a growing number of companies/Packaging designers are increasingly trying to distinguish their Product Packaging by giving it a ‘signature’ feel (i.e., one that distinguishes it haptically from the competition). There is also growing interest in functional tactile/haptic Packaging that delivers a benefit in terms of enhancing the consumer’s multisensory Product experience. That said, it is important to bear in mind that the tactile/haptic aspects of Product Packaging are typically not experienced in isolation; they are themselves influenced by the other sensory aspects of the Packaging, such as its colour, fragrance, and potentially by any sounds that are heard when the consumer interacts with it. Therefore, anyone who is thinking about multisensory design really needs to consider these various crossmodal interactions in order to optimize the tactile/haptic design of their Product Packaging.
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multisensory Product Packaging an introduction
2019Co-Authors: Carlos Velasco, Charles SpenceAbstract:Packaging provides the means of protecting, transporting, and conserving the Product that happens to be contained within. Nowadays, Packaging also constitutes a powerful brand element, one that can be used to convey information, create value, persuade the consumer, modulate their behaviour. In this chapter, we introduce the topic and present Packaging as a multisensory device capable of transforming the consumer's experience. We highlight the growing interest from both academic researchers and marketing professionals in Packaging experiences that have been crafted to optimize the way Packaging looks, sounds, feels, and even, in some cases, the way that it smells and/or tastes too. Importantly, we discuss how such interest is moving from the consideration of the impact of just a single sense at a time to a growing understanding that ultimately it is their interaction (i.e., the multisensory element) that is key to driving the consumer response. Finally, we provide a brief overview of the chapters included in this volume, highlighting what we see as their key contribution to the emerging field of multisensory Packaging design.
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on the multiple effects of Packaging colour on consumer behaviour and Product experience in the food and beverage and home and personal care categories
Food Quality and Preference, 2018Co-Authors: Charles Spence, Carlos VelascoAbstract:Abstract Colour is perhaps the single most important element as far as the design of multisensory Product Packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a Product’s sensory properties (e.g., taste or flavour, say), or else to prime other more abstract brand attributes (such as, for example, premium, natural, or healthy). However, Packaging colour can also affect the customer’s Product experience as well: Indeed, a growing body of empirical research now shows that Packaging colour affects everything from the expected and perceived taste and flavour of food and beverage Products through to the fragrance of home and personal care items. Packaging colour, then, plays a dominant role at several stages of the consumer’s Product experience.
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show me the goods assessing the effectiveness of transparent Packaging vs Product imagery on Product evaluation
Food Quality and Preference, 2018Co-Authors: Gregory Simmonds, Andy T Woods, Charles SpenceAbstract:Abstract Transparency in Product Packaging is appearing more frequently in the food/drink marketplace. That said, relatively little is known about the impact of seeing the food/drink within (as compared to more traditional opaque Packaging designs) on Product perception or consumer purchase intentions. The research reported here was specifically designed to address this important issue. Participants in an online experiment provided Product evaluations of food Packaging designs shown visually, as well as rated their willingness to purchase the Product, across four Product categories. This experiment compared Packaging designs with: a transparent window, an image of the Product on opaque Packaging, or plain opaque Packaging. Efforts were made to maximise ecological validity using ‘mock-up’ brands (that do not exist in real life) in order to avoid familiarity effects or bias from prior experience. The results highlighted the fact that transparent Packaging increased willingness to purchase, expected freshness, and expected quality, as compared to Packaging that used food imagery instead. In addition, participants expected the Products to be tastier, to be more innovative, and were more liked overall in several of the Product categories that were assessed. Mediation analyses suggested that transparent windows on Product Packaging can lead to increased willingness to purchase through a variety of means differing by Product category. The implications of this research for brand managers, marketers, and public health researchers are discussed.
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touch flavor transference assessing the effect of Packaging weight on gustatory evaluations desire for food and beverages and willingness to pay
PLOS ONE, 2017Co-Authors: Kristina Kampfer, Alexander Leischnig, Bjorn Sven Ivens, Charles SpenceAbstract:Product Packaging serves a number of distinct functions and influences the way in which consumers respond to various Product offerings. The research reported here examines whether the haptic characteristics of a non-diagnostic Product Packaging cue, namely its weight, affects the response of consumers. This article reviews existing research on haptic transference and proposes a conceptual framework to explore how the weight of Product Packaging affects the flavor of the food or beverages, and, in turn, consumers’ desire for consumption and willingness to pay. Two studies demonstrate that an increase in Packaging weight affects both desire and willingness to pay for the Product. These effects are serially mediated by perceived flavor intensity and overall flavor evaluation. Based on these insights, implications for the design of food and beverages Packaging are discussed.
Betina Piquerasfiszman - One of the best experts on this subject based on the ideXlab platform.
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the influence of the feel of Product Packaging on the perception of the oral somatosensory texture of food
Food Quality and Preference, 2012Co-Authors: Betina Piquerasfiszman, Charles SpenceAbstract:Abstract Most of the published research on the perception of food texture has focused on what happens in-mouth during consumption. It is, however, important to note that people’s judgments of food texture can also be influenced by other sensory cues, such as haptic input, be it their direct contact with the food, or possibly also their indirect contact with the Product Packaging as well. The aim of the present study was to investigate whether changing the surface texture of the Product Packaging would affect people’s perception of the Product contained within—that is, we wanted to know whether the feel of the Packaging held in a consumer’s hand would influence the perceived texture of the food. Participants tasted biscuits and yoghurt samples from pots (yoghurt containers) that varied in terms of their surface texture (rough/granular vs. smooth). Additionally, the foodstuffs also varied in terms of their texture (crunchiness and thickness, respectively). In a 2 × 2 experimental design, the participants assessed the texture of the foodstuff and their liking for it while holding the pot in their non-dominant hand. The results revealed that the texture of the container influenced participants’ ratings of certain of the texture attributes being assessed, namely the most related ones. These findings shed light on the importance of nondiagnostic haptic cues (defined as those that objectively should not identify or prompt any effect) in the perception of food. These results, explained in terms of sensation transference, could have important implications for the food Packaging and hospitality sectors.
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exploring implicit and explicit crossmodal colour flavour correspondences in Product Packaging
Food Quality and Preference, 2012Co-Authors: Carlos Velasco, Betina Piquerasfiszman, Charles SpenceAbstract:Abstract We report a study designed to investigate consumers’ crossmodal associations between the colour of Product Packaging and flavour varieties in crisps (potato chips) among Colombian and British consumers, using two methods. In a modified version of the Implicit Association Test (IAT), the stimuli consisted of green and blue coloured packets and the flavours normally paired with these colours for a certain brand in the UK and Colombia. In an explicit word (colour) association task, unbranded, grayscale packets with three new flavours were shown instead. The results obtained from both tasks revealed two main kinds of associations between the colour of the Packaging and flavour types: (1) A learned association through a conventional pairing attributable to a specific brand, and (2) an association between a flavour and its potential Packaging colour, based on the colour of the primary named ingredients. In addition, when comparing associative patterns documented in the two countries, no specific cultural differences were found. The techniques used here and the results reported are relevant for R&D since they contribute to the existing knowledge on colour associations and raise questions regarding their origin.
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crossmodal correspondences in Product Packaging assessing color flavor correspondences for potato chips crisps
Appetite, 2011Co-Authors: Betina PiquerasfiszmanAbstract:Abstract We report a study designed to investigate consumers’ crossmodal associations between the color of Packaging and flavor varieties in crisps (potato chips). This Product category was chosen because of the long-established but conflicting color–flavor conventions that exist for the salt and vinegar and cheese and onion flavor varieties in the UK. The use of both implicit and explicit measures of this crossmodal association revealed that consumers responded more slowly, and made more errors, when they had to pair the color and flavor that they implicitly thought of as being “incongruent” with the same response key. Furthermore, clustering consumers by the brand that they normally purchased revealed that the main reason why this pattern of results was observed could be their differing acquaintance with one brand versus another. In addition, when participants tried the two types of crisps from “congruently” and “incongruently” colored packets, some were unable to guess the flavor correctly in the latter case. These strong crossmodal associations did not have a significant effect on participants’ hedonic appraisal of the crisps, but did arouse confusion. These results are relevant in terms of R&D, since ascertaining the appropriate color of the Packaging across flavor varieties ought normally to help achieve immediate Product recognition and consumer satisfaction.
Carlos Velasco - One of the best experts on this subject based on the ideXlab platform.
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multisensory Product Packaging an introduction
2019Co-Authors: Carlos Velasco, Charles SpenceAbstract:Packaging provides the means of protecting, transporting, and conserving the Product that happens to be contained within. Nowadays, Packaging also constitutes a powerful brand element, one that can be used to convey information, create value, persuade the consumer, modulate their behaviour. In this chapter, we introduce the topic and present Packaging as a multisensory device capable of transforming the consumer's experience. We highlight the growing interest from both academic researchers and marketing professionals in Packaging experiences that have been crafted to optimize the way Packaging looks, sounds, feels, and even, in some cases, the way that it smells and/or tastes too. Importantly, we discuss how such interest is moving from the consideration of the impact of just a single sense at a time to a growing understanding that ultimately it is their interaction (i.e., the multisensory element) that is key to driving the consumer response. Finally, we provide a brief overview of the chapters included in this volume, highlighting what we see as their key contribution to the emerging field of multisensory Packaging design.
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on the multiple effects of Packaging colour on consumer behaviour and Product experience in the food and beverage and home and personal care categories
Food Quality and Preference, 2018Co-Authors: Charles Spence, Carlos VelascoAbstract:Abstract Colour is perhaps the single most important element as far as the design of multisensory Product Packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a Product’s sensory properties (e.g., taste or flavour, say), or else to prime other more abstract brand attributes (such as, for example, premium, natural, or healthy). However, Packaging colour can also affect the customer’s Product experience as well: Indeed, a growing body of empirical research now shows that Packaging colour affects everything from the expected and perceived taste and flavour of food and beverage Products through to the fragrance of home and personal care items. Packaging colour, then, plays a dominant role at several stages of the consumer’s Product experience.
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crossmodal correspondences between taste and shape and their implications for Product Packaging a review
Food Quality and Preference, 2016Co-Authors: Carlos Velasco, Andy T Woods, Olivia Petit, Adrian David Cheok, Charles SpenceAbstract:Abstract A growing body of empirical research now demonstrates that people associate different basic tastes and taste words with specific Packaging shapes. While it may be obvious that semantic knowledge concerning Products, based on the Packaging and/or design elements (e.g., typeface, logo, label, images), can guide the taste expectations that consumers generate in relation to a given Product, here we demonstrate that there are also more fundamental correspondences that operate even with unfamiliar stimuli. Specifically, shape features (e.g., straight vs. curvy, or symmetrical vs. asymmetrical) have been shown to influence the taste that people naturally associate with a given shape. The evidence suggests that, at least to a certain extent, people match such shape dimensions with tastes on the basis of their common affective connotation. Here, we critically review the literature on these seemingly arbitrary, yet systematic, crossmodal correspondences between tastes and shape features. We suggest that they can inform the design process when it comes to Product packages and labels with the aim of conveying taste information more effectively. This review is relevant to those researchers interested in taste-vision correspondences as well as to food marketers, and those designers interested in the communication and influence of taste information.
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evaluating the orientation of design elements in Product Packaging using an online orientation task
Food Quality and Preference, 2015Co-Authors: Carlos Velasco, Andy T Woods, Charles SpenceAbstract:Abstract We present a novel experimental paradigm designed to enable graphic designers and marketers to assess the response of consumers to changes in the orientation of various design elements (e.g., food images) on Product Packaging. In Experiment 1, participants (n = 305) rotated one of the visual elements on commercial examples of Product Packaging (three examples taken from the dried pasta category and one from the wine aisle). In Experiment 2, we assessed how much participants (n = 301) would be willing to pay for stimuli oriented in a more versus less preferred orientation. The results of Experiment 1 revealed that participants have distinct, systematic, preferences when it comes to the orientation that specific stimuli should be presented at on Product Packaging. In certain cases, multiple preferences were observed in the data, while in others, the participants tended to agree on a single preferred orientation. Interestingly, these preferences do not always align with the orientation of the image as it currently appears on the supermarket shelf. Intriguingly, in Experiment 2, the preferred orientation did not always elicit the highest willingness to pay. These results therefore highlight the complex relationship that exists between liking and willingness to pay, and raise a number of questions concerning the role of orientation in visual aesthetics, preference, and perceived value. Importantly, the orientation task is presented here as a potentially helpful new tool for assessing visual aesthetics and preference for Product Packaging.
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predictive Packaging design tasting shapes typefaces names and sounds
Food Quality and Preference, 2014Co-Authors: Carlos Velasco, Alejandro Salgadomontejo, Fernando Marmolejoramos, Charles SpenceAbstract:Abstract Many studies have documented that people match a variety of tastes, aromas, and flavours crossmodally to other sensory features, such as abstract shapes, names, and speech sounds. These findings have had a significant impact on how the sensory attributes of Product Packaging are understood and how they can contribute to Product communication and hence enhance brand value. Here, we report on a study designed to assess how rounded vs. angular shapes, typefaces, and names, and high vs. low pitched sounds, can be combined in order to convey information about the taste (sweetness and sourness) of a Product. Our results support the view that “sweet” tastes are better expressed by means of rounded shapes, typefaces, and names, and low-pitched sounds, whereas “sour tastes” are better conveyed by means of angular shapes, typefaces, and names, and high-pitched sounds. These results are discussed in light of the literature on crossmodal correspondences and predictive Packaging design.
Joachim Scholderer - One of the best experts on this subject based on the ideXlab platform.
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the visual ecology of Product Packaging and its effects on consumer attention
Journal of Business Research, 2020Co-Authors: Jacob L Orquin, Martin P Bagger, Erik S Lahm, Klaus G Grunert, Joachim ScholdererAbstract:Abstract Visual ecology is the study of how different species perceive their visual surroundings. We introduce the concept to consumer research and show that the micro-ecology of Product Packaging has a predictable visual ecology. Analyzing images of 158 consumer Products, we show that brand-related Packaging elements are visually conspicuous in terms of visual salience, surface size, and distance to center, while elements related to credence characteristics like sustainability and nutrition are visually inconspicuous. We show that the visual ecology of Product Packaging is a strong driver of consumer attention independently of consumer goals. Our findings suggest that the reason consumers regularly ignore sustainability and nutrition information is not lack of motivation, but because their visual environment acts as a barrier to attending this information. We conclude with a prediction for consumer attention given a policy intervention to increase the conspicuity of sustainability and nutrition information.
Tracy R Brower - One of the best experts on this subject based on the ideXlab platform.
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longitudinal study of green marketing strategies that influence millennials
Journal of Strategic Marketing, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally preferable Products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer's schema regarding environmental issues. The current study identifies emerging marketing strategies that are influencing Millennials' awareness of environmentally preferable Products and also impacting their consumption behavior. Data were collected over a three-year period. Results indicate Millennials are taking note of a company's reputation, reading Product labels, and looking for clues on Product Packaging to discern if a Product is environmentally preferable. Specific symbols and terms are identified as being effective in conveying the green message.
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longitudinal study of green marketing strategies that influence millennials
Social Science Research Network, 2012Co-Authors: Katherine Taken Smith, Tracy R BrowerAbstract:Many companies are increasing their efforts to have sustainable operations and offer environmentally-preferable Products. However, consumers are often unaware of the environmental benefits because the companies are not communicating in ways that are compatible with the consumer’s schema regarding environmental issues. The current study identifies emerging marketing strategies that are influencing Millennials’ awareness of environmentally-preferable Products and also impacting their consumption behavior. Data was collected over a three-year period. Results indicate Millennials are taking note of a company’s reputation, reading Product labels, and looking for clues on Product Packaging to discern if a Product is environmentally-preferable. Specific symbols and terms are identified as being effective in conveying the green message.
